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Evaluasi experience pada advergame teh pucuk harum melalui analisa efek attitude towards advergame pada purchase intention = Evaluation of experience on teh pucuk harum advergame through analysis of attitudes toward advergame to the purchase intention

Raekal Amral Yuda Mulia D; M. Gunawan Alif, supervisor; Sofjan Assauri, examiner; Nurdin Sobari, examiner ([Publisher not identified] , 2014)

 Abstrak

[ABSTRAK
Tesis ini menganalisis mengenai bagaimana experience pada Advergame Teh
Pucuk Harum dapat mempengaruhi Purchase Intention kepada produk teh pucuk
harum melalui hedonic affection toward advergame, utilitarian affection toward
advergame, attitudes toward brand, dan purchase intention pada target pasar teh
pucuk harum. Penelitian ini melihat hubungan antara advergame sebagai media
advertising yang memiliki banyak potensi di masa depan nanti kepada purchase
intention produk yang diiklankan melalui advergame. Model Penelitian ini
diadaptasi dari Penelitian Lai dan Huang (2011) yang melakukan penelitian terkait
pengaruh attitude toward advergaming terhadap purchase intention dengan juga
adaptasi dari Advertising effect dari Belch & Belch. Di mana didalam jurnal
tersebut itu menggunakan advergame dari brand fiktif berupa pulpen. Terdapat 5
hipotesis yang diuji. Berdasarkan 155 responden dengan populasi umur 17 sampai
30 tahun, peneliti menemukan hedonic affection toward advergame dan utilitarian
affection toward advergame memiliki pengaruh yang positif terhadap purchase
intention, sedangkan attitudes toward the brand tidak mempengaruhi purchase
intention. Hedonic affection toward advergame dan utilitarian affection toward
advergame memiliki pengaruh yang positif terhadap attitudes toward brand

ABSTRACT
This thesis studied about how the experience on Teh Pucuk Harum?s Advergame
can affect the Intention to Purchase the teh pucuk harum?s products through
affection toward advergame hedonic, utilitarian affection toward advergame,
attitudes toward the brand, and purchase intention to the teh pucuk harum?s target
market. This study looked at the relationship between advergame as an advertising
media that has a lot of potential in the future to purchase intention of products that
is advertised through the advergame. The research model was adapted from
research Lai and Huang (2011) who conduct research related to the influence of
attitude toward advergaming also purchase intention with the adaptation of
Advertising effect of Belch & Belch. Where in the journal of the advergame using
a fictitious brand on ballpoint. There are 5 hypotheses were tested. Based on 155
respondents to the population aged 17 to 30 years old, researchers found that the
affection toward hedonic and utilitarian advergame affection toward advergame has
a positive influence on purchase intention, while attitudes toward the brand does
not affect the purchase intention. Hedonic and utilitarian affection toward
advergame affection toward advergame has a positive influence on attitudes toward
the brand., This thesis studied about how the experience on Teh Pucuk Harum?s Advergame
can affect the Intention to Purchase the teh pucuk harum?s products through
affection toward advergame hedonic, utilitarian affection toward advergame,
attitudes toward the brand, and purchase intention to the teh pucuk harum?s target
market. This study looked at the relationship between advergame as an advertising
media that has a lot of potential in the future to purchase intention of products that
is advertised through the advergame. The research model was adapted from
research Lai and Huang (2011) who conduct research related to the influence of
attitude toward advergaming also purchase intention with the adaptation of
Advertising effect of Belch & Belch. Where in the journal of the advergame using
a fictitious brand on ballpoint. There are 5 hypotheses were tested. Based on 155
respondents to the population aged 17 to 30 years old, researchers found that the
affection toward hedonic and utilitarian advergame affection toward advergame has
a positive influence on purchase intention, while attitudes toward the brand does
not affect the purchase intention. Hedonic and utilitarian affection toward
advergame affection toward advergame has a positive influence on attitudes toward
the brand.]

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No. Panggil : T-Pdf
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Subjek :
Penerbitan : [Place of publication not identified]: [Publisher not identified], 2014
Program Studi :
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : computer
Tipe Carrier : online resource
Deskripsi Fisik : xvii, 92 pages : illustration ; 28 cm + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
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No. Panggil No. Barkod Ketersediaan
T-Pdf 15-18-792718523 TERSEDIA
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